Eneco: From Fragmented Customer Data to Personalized Customer Interaction
The energy sector is undergoing a massive transition. Consumers expect more in terms of sustainability, convenience, service, and comfort. At the same time, new market entrants are increasing competition, making it easier than ever for customers to switch, and forcing global energy suppliers to react rapidly.
For Eneco, which aims to be the leading provider in the Netherlands, staying ahead requires advanced technology and a data-driven approach. This strategy secures a strong competitive advantage by combining in-depth customer insights and personalization with targeted product offerings delivered to the right audience, through the right channel, and at the perfect time.
Partnering with Intouch365, Eneco developed a clear vision and an omni-channel marketing automation platform. This solution maximizes the organization’s data assets, spanning website behavior, call-center interactions, energy consumption, and contracts, translating them into real-time personalization powered by Microsoft technology.
Gaining Control of a Fragmented Data Landscape
Eneco manages a massive volume of data, which holds incredible potential for personalization, tailored product offerings, and customized solutions. However, a highly diverse mix of legacy processes and systems has fragmented the marketing data landscape. This fragmentation makes it difficult to truly understand customers and present the right solutions at the right time.
The vision was clear: build a single, centralized core where customer data converges and is immediately accessible for marketing activation. The ultimate goal was to engage customers and prospects on a more personal level, deliver highly relevant advice, optimize their energy journey, and boost key performance indicators, including conversion, retention, upselling, and marketing-qualified leads (MQLs).
From Challenge to Strategic Direction
Working with Intouch365, Eneco systematically deconstructed this challenge and translated it into a concrete implementation plan. The project focused on building a platform that makes customer data available faster, while ensuring it is intuitive and easy to use, giving marketing teams greater strategic control.
Using Dynamics 365 Customer Insights-Data and Dynamics 365 Customer Insights-Journeys, we established an environment where relevant customer data is accessible in real time, enabling immediate personalization and activation across multiple channels. Marketers can now independently decide which messages to send to specific audiences at any given moment, without relying on data analysts for database selections or analysis.
For Eneco, this empowers marketing teams to provide targeted advice on reducing gas consumption, advancing electrification, and adopting sustainable energy solutions. This approach successfully bridges commercial objectives with Eneco’s broader social mission.
Cooperation in Daily Practice
The success of the project lay in combining a clear vision with robust data and strong user adoption. Intouch365 collaborated closely with Eneco’s technical and marketing teams to uncover insights within the broader data landscape and unlock the potential of these assets for real-time activation.
The marketing team remained fully integrated throughout this process. By bringing data analysts, marketers, and stakeholders together to design and utilize the platform, we built a solution that meets customer expectations and equips Eneco with the tools to secure a strategic market advantage.
Impact Through Technology, Driven by People
This new way of working delivered immediate value. With centralized, fast-access customer data, marketers can now leverage enriched customer profiles and precise segmentation across multiple channels.
This approach makes communication significantly more personal and relevant. Eneco is now better equipped to guide customers and prospects with tailored messaging that aligns with their specific circumstances, behaviors, and sustainability needs. This alignment directly drives performance across key metrics, such as conversion, retention, cross-selling, and overall customer lifetime value.
The internal teams have also experienced significant benefits. Marketers and analysts have gained greater control, independence, and the ability to apply data directly, supported by real-time insights into campaign performance. This setup fosters better collaboration, increases job satisfaction, and establishes a stronger foundation for data-driven customer engagement.
Looking Ahead
With a centralized data foundation in place, Eneco is well positioned to deepen customer relationships and activate new AI features for greater efficiency and impact. By continuously leveraging customer insights, the organization can deliver on its green social mission in a highly personalized and relevant way.
Moving forward, Eneco will build on smarter segmentation, real-time customer journeys, and predictive insights. Ultimately, customer data and technology will serve as increasingly powerful resources, helping customers successfully navigate their energy transition alongside Eneco.
BUILDING BLOCKS
Data Strategy
We helped Eneco translate its strategic marketing ambitions into a concrete implementation roadmap for data, technology, and Customer Experience within the Microsoft platform.
Customer Experience
We united customer data, advanced segmentation, and multi-channel communication to drive personalized customer interactions.
Data Science & AI
We developed a predictive interest-scoring model that translates website behavior into actionable insights, ensuring high relevance for both prospects and existing customers.
GDPR & Compliance
We structured robust GDPR and compliance processes, including data retention periods, consent management, and opt-in workflows.